ERIC Number: ED166737
Record Type: RIE
Publication Date: 1978-Nov
Reference Count: 0
Empirical Studies of Visual Communication: Some Methodological Considerations.
Fletcher, James E.
Perhaps due to misunderstandings of the nature of the research task in visual communication, findings of empirical research in that field have been highly inconsistent. Historically, there has been little serious systematic empirical investigation of visual communication. One difficulty is that it is not always possible to measure nonverbal responses nor to know precisely what caused them. It is also not clear what measures are relevant in the field nor precisely what the domain for research is. Several research designs are possible in visual communication research: factorial design (requires many subjects and is relatively insensitive), repeated measures design (allows for intersubject variability and is fairly sensitive but may confound the effects of the messages and the interaction between subjects and messages), and multiple variable studies. An eclectic, initially descriptive science of visual communication that defines its area of concern with sensitive, reliable, and relevant measures is called for. (TJ)
Publication Type: Speeches/Meeting Papers; Information Analyses
Education Level: N/A
Authoring Institution: N/A
Identifiers: Visual Communication
Note: Paper presented at the Annual Meeting of the Speech Communication Association (64th, Minneapolis, Minnesota, November 2-5, 1978)